EVP, Director of Digital Media, Deutsch LA
Winning ways: Senior executives often exhibit their fair share of ego. Not Lauren Tetuan. She shares credit for the considerably successful direct marketing strategies of Deutsch LA. Still, it was Tetuan who grew its media team from one person to 10; and Tetuan who was among the first adopters of native advertising. Tetuan’s digital inclination, bent for collaboration, and creative emphasis has helped drive highly successful digital marketing initiatives for clients such as HTC, Playstation, Pop Secret, and Rotten Tomatoes.
Defining moment: “It was making the move to specialize in digital media [more than] a decade ago, when the space was just taking off. My timing really helped establish me early on as a leader in the space.”
Words to live by: “Don’t compromise yourself. You’re all you’ve got.”? Janis Joplin
Head swivel: “We constantly change our marketing tactics. Most recently, we’ve been using new technology to measure online video viewability and that’s resulted in a lot of shift to our online digital approach.”
Good advice: “Take every opportunity to learn what you can and be proactive. Treat everyone that you encounter with respect [because] you never know if you’ll work with them again.”
First job: “I taught arts and crafts to young children at parks. My next job was a bank teller.”
On your nightstand: Lean In: Women, Work, and the Will to Lead by Sheryl Sandberg
Favorite app: “I use so many! I use my social media apps a lot, but I really like Amazon. I do a lot of shopping there. I love music, so I use Songza often.”
Click or tap here to read the stories behind the successes of the other Direct Marketing News 2014 40 Under 40 winners.